Describe the objective of the promotion.
The floods in Pakistan continue to affect the vast population displaced by it. The challenge was to fight donor fatigue and reactivate the news in people's minds so that they would donate to a relief fund set up by the country's most-read English newspaper, Dawn.

Describe how the promotion developed from concept to implementation.
We decided that the best way to affect a reader was to bring the flood directly into their home by delivering them a wet newspaper that had a simple message attached to it: Floods ruin everything. We identified as the target market a select group of upper-income subscribers in Pakistan's three largest cities who were most likely to donate larger amounts of cash. Personnel dunked the newspaper into a bucket of water just before delivery, and a belly-bind conveyed call-to-action. Some papers were delivered directly, others left at doorstep.

Explain why the method of promotion was most relevant to the product or service.
A wet newspaper is useless to read, and there was no better way to communicate the tragedy that the floods have inflicted on millions of people. We decided to have a bigger impact than simply giving somebody something to read about the flood; we went tactile. The message was clear: if a wet newspaper has such an impact on your day, imagine having your entire household wiped out by water.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Donations to the relief fund in the week after this activation increased by 73%. And in a medium that had very minimal coverage of flood damage, this communication helped bring the news back into people's minds.

Dawn Relief is in the process of helping thousands of flood victims resettle, including constructing more than 1,000 homes in all four provinces of Pakistan.